Abstract

The study investigates the fact that advertising has served as a dominant promotion mix tool in the banking
sector in Ghana. The continuous reliance on advertising by financial institutions suggests an appreciable level of
trust in it as a communication tool. The use of other measures to create awareness and attract customers in
financial services has been used to a limited extent. More often, the quest to stir interest and inspire consumers to
patronise a product or service in financial institutions has seen organisations latching on to advertising with other
ways of influencing favourable customer decisions being jettisoned. This work explores other modes of winning
customer buy in viewed in comparative terms with advertising. The data was analysed based on the objectives of
the study. The main objective is to ascertain the extent to which advertisement leads to patronage of products and
services of banks. Quantitative techniques were utilised in order to attain quantifiable understanding into the
degree of impact of advertising on customer decision making in the banking sector.

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